| Title | NICE TRY |
| Brand | ALLEE SHOPPING MALL |
| Product/Service | DOG-FRIENDLY SHOPPING MALL |
| Category |
G02. Illustration |
|
Entrant
|
WHITE RABBIT Budapest, HUNGARY
|
|
Idea Creation
|
WHITE RABBIT Budapest, HUNGARY
|
Credits
| Istvan Bracsok |
White Rabbit Budapest |
Creative Director |
| Levente Kovacs |
White Rabbit Budapest |
Creative Director |
| Marcell Szoke |
White Rabbit Budapest |
Art Director |
| Levente Balint |
White Rabbit Budapest |
Client Service Director |
| Adam Farkas |
White Rabbit Budapest |
Copywriter |
| Bence Farkasinszki BENZE |
- |
Illustrator |
| Anett Zentai |
White Rabbit Budapest |
Account Manager |
The Campaign
Allee Shopping Mall is the first shopping mall in Hungary that allows dogs to enter its premises. But, only dogs...
Creative Execution
The “piranha with the muzzle” was hand drawn on paper (size 50x70 cm), using various ink, dip and technical pens between the size of 0.1–0.7 mm.
It took 4 weeks to complete this subtle and complex illustration.
The first draft, including the tonal drawing, took 1 week to finish; the final version of the fish was selected form 15 different compositions
and types of fishes.
After the first draft it took 3 weeks to finalize the drawing. Creating the dynamic lines and tonal composition was an intensive and time-consuming
process. The most difficult part was harmonizing the “line” and the “dot” element into a coherent, organic entity.
Making the background was the final step, using more than 1 million dots enhancing the subtle and artistic look of the illustration.
Indication of how successful the outcome was in the market
The campaign became an instant success. The consumers who brought their dogs to the mall rose by 25%.
And many other shopping malls introduced this feature and became dog-friendly within the next 3 month after our campaign launch.
Allee has always been the most innovative shopping mall in Hungary (introducing new services, features to its consumers), so we had to come up something new, innovative - visually, as well. Because we wanted to have a strong impact on everyone who comes to visit the mall.